Who is the Athlete?

Problem: During Asian Games 2018, Anlene wanted to leverage the conversation regarding sports and active lifestyle. But they were not the sponsors, so we couldn’t show anything about the games, stadium, logos etc. Insight: Everyday ordinary people stretch to their limits to fulfill their responsibilities towards families, just like athletes who stretch to their limits to bring glory to the nation. Idea: There is an athlete in everyone of us. Execution: We started with a provocative poll in social media by asking ‘Who is the athlete?’ Followed by a digital video & TVC - we juxtaposed Olympic badminton champion Liliyana Natsir vs. an everyday housewife and seeded the thought of both having the spirit of an athlete. Few homemakers disagreed with the juxtaposition. To answer them we invited common homemakers in a challenge with Liliyana, but we switched their roles. It was also broadcasted via FB Live. We followed up with social media posts to continue the conversation. We also commissioned a famous sports photographer Peksi Cahyo to capture common people with an athletic spirit. On Indonesia National Sports Day, we showcased those pictures in an exhibition. Integrated advertisement created by FCB, Indonesia for Anlene, within the category: Pharmaceutical.